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All Journal Jurnal Riset Ekonomi dan Akuntansi
Riyadhotul Jannah
Universitas Pancasakti Tegal
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Adopsi Pembayaran Digital dan Digital Marketing terhadap Kinerja Bisnis UMKM Kuliner di Kawasan Alun-Alun Kota Tegal Dinda Maryani Ulva; Riyadhotul Jannah; Finasya Dwi Andini; Khashilan Ditiya Auvaro; Makmur Sujarwo
Jurnal Riset Ekonomi dan Akuntansi Vol. 4 No. 3 (2026): September: JURNAL RISET EKONOMI DAN AKUNTANSI
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jrea-itb.v4i3.4325

Abstract

This study aims to fundamentally examine the implementation of digital marketing strategies through the TikTok platform and the adoption of non-cash payment systems based on QRIS among culinary MSMEs in the Alun-Alun Area of Tegal City to support their business performance. The research method employed a descriptive qualitative approach, with data collection techniques based on direct field observations, semi-structured interviews, and a netnographic approach through screening promotional content and engagement metrics on TikTok. The results indicate that active collaboration between culinary MSMEs and local or regional influencers via food review content effectively creates a viral effect that expands market reach and triggers substantial customer queues in physical stalls. This digital promotion success is optimally balanced by the integration of the QRIS payment system, directly validated at the cashier counters. The contactless payment facility is proven to shorten transaction times, minimize loose change obstacles, and maximize service productivity in a high-mobility, crowded culinary tourist spot. This study concludes that the synergy between aggressive visual-based digital marketing and a modern transaction ecosystem plays a transformative role in driving sales volume and securing the business continuity of culinary MSMEs amidst competitive market rivalries.
Co-Authors Dinda Maryani Ulva Finasya Dwi Andini Khashilan Ditiya Auvaro Sujarwo, Makmur